The above Latin phrase is taken from the book Lonesome Dove, and is the source of some consternation and humor. It was gratuitously put on a sign for the Hat Creek Cattle Company by Augustus McCrae. The humor stems from his not knowing any Latin. It just sounded educated to him. He and his partner, William Call, argue about it, with Call complaining about the “Greek”, and Gus correcting him, that it is Latin.
I don’t have the exact words, so cite from memory as I laughed out loud when I saw it:
Call: “What does it mean?”
Gus: “It’s Latin, a motto. It means what it says.”
Call: “You don’t know what it means either!”
Gus: [Changes subject]
I watch a show that has been running since 1998, locally and then nationally, called 
